Dany Lacroix

About

I’m a UX Researcher with a deep focus on behavioral insight, product clarity, and message-to-market alignment. I created LeadMatch AI, an AI powered product that uses UX research heuristics, personas, and large language models to analyze Facebook ad copy. It helps startups understand who their messaging actually connects with, so they stop wasting ad spend on the wrong audience and start gaining qualified traction. Most early-stage teams build messaging around assumed personas that haven’t been validated. The result is misalignment. The language they think speaks to their ideal customer often lands with a completely different audience. LeadMatch AI identifies that disconnect using a research-driven framework grounded in behavioral psychology and message testing. It delivers fast, focused analysis and plain-language recommendations teams can act on immediately. I developed it using secondary research, behavioral models, and years of qualitative insight gained from working with both early-stage and enterprise product teams. It reflects how I approach research: fast, strategic, and built for impact. Before LeadMatch AI, I led qualitative research at Twitter, Salesforce, T-Mobile & Royal Caribbean. My work supported: Launching zero-to-one products with clear messaging Refining positioning for growth-stage teams Improving usability and trust in AI and LLM-powered experiences Research that drives clarity, action, and results Core strengths: Qualitative UX Research (interviews, diary studies, journey mapping, concept testing) Heuristic Evaluation (UX flows, messaging, onboarding, cognitive friction) AI and LLM Usability Research (trust, model behavior, feedback loops) Behavioral Analysis and Buyer PsychologyProduct-Market Fit Diagnostics Message Testing and Persona Validation I’m open to: • Principal or Staff UX Research roles • AI or LLM product teams • Early-stage or growth-stage startups • Zero-to-one research strategy • Contract or consulting roles focused on product clarity and messaging If you're building something and need research that brings clarity, traction, and direction, I’m the researcher who has already delivered it!

Experience

• UX Researcher · Royal Caribbean Group10-01-2025 – 11-01-2025

  Driving product validation for onboard experience innovation. Conducted concept testing for F&B and experience design across cross-functional product teams. Analyzed findings to assess product viability and guest sentiment. Delivered insight synthesis reports and readouts to guide roadmap decisions and prioritize new feature investments.

• User Experience Researcher · Salesforce10-01-2024 – 12-01-2024

  Supporting enterprise product and sales tool optimization. Led 30+ in-depth interviews with SMB and Enterprise sales roles to identify UX friction and conversion blockers. Mapped workflow and behavioral patterns to align sales tools with user mental models. Delivered actionable insights that directly informed feature prioritization and conversion optimization.

• Senior UX Researcher · Entrepreneurship Academy04-01-2023 – 08-01-2025

  Leading AI-powered UX research across consumer products and high-growth startups. Created LeadMatch AI, a UXR product exposing Facebook ad audience mismatch. Improved lead quality by 42%, reduced wasted spend by 25%, and boosted conversions by 37% across 43 businesses. Delivered executive-level research readouts translating behavioral findings into product and marketing strategy shifts.

• Senior UX Researcher · NRG Energy04-01-2022 – 04-01-2023

  Driving smart home product usability and adoption. Led end-to-end qualitative studies to optimize app UX, improving satisfaction by 15% and usability by 40%. Synthesized insights that informed design prioritization and reduced decision friction. Partnered with product and engineering to build testing pipelines that shortened time-to-launch.

• User Experience Researcher · T-Mobile03-01-2022 – 03-01-2023

  Conducted 30+ in-depth user interviews, usability testing, and behavioral analysis using dscout and Zoom, leading to refined user flows and a 15% increase in customer retention. Applied mixed-methods research using UserZoom and Optimal Workshop to evaluate usability, prioritize features, and inform product strategy. Synthesized findings into clear, actionable insights and presented to stakeholders, influencing design direction and enhancing the overall user experience. Partnered with cross-functional teams across product, design, and engineering to accelerate feature rollout by 10% based on real-time user feedback.

Education

• University of PhoenixBachelor of Science (BS), Criminal Justice

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